Smart play: Can educational toys replace action figures and dolls in Bangladesh?

Paromeeta Heem, a Bangladeshi mother and content creator based in the US, visited Bangladesh this February with her husband and toddler son, Emile. Through her social media pages, 'Paromitar Protidin' and 'Emiler Chelebela', she shares insights into child development and the everyday learning experiences of her two-and-a-half-year-old.

During her visit, she posted a video of Emile playing with a toy called a "pulling saucer," featuring buttons and strings. Purchased from the Bangladesh-based online toy shop Mindspark, the toy — despite not being Paromeeta's favourite — quickly became Emile's. 

"Although I did not like it, this is his favourite toy. After coming home [to Bangladesh], this has helped me keep him busy the entire day without TV or a smartphone. Popping buttons and pulling strings is not just fun, but it also supports fine motor skill development," she wrote in a post. 

"During Covid-19, we saw a surge in screen time among children. We wanted to introduce alternatives. If we reflect on our own childhoods, we mostly engaged in activity-based play. Nowadays, with fewer open spaces, children need engaging indoor activities that promote movement and cognitive growth." - Saif Al Been Farabee, founder and CEO, Chalkpencil.com

Priced at Tk1,220, the pulling saucer falls under the infant toy category on Mindspark's website, which features over 50 toys, books, and early childhood development tools. The store categorises its offerings by age groups — infant, toddler, preschooler, and school-aged — catering to children from birth to around eight years old.

These toys emphasise developmental benefits such as hand-eye coordination, fine motor skills and problem-solving, aligning with early childhood cognitive development principles.

Mindspark is not alone in this approach; other Bangladeshi online toy stores, including Chalkpencil.com, Lokkhisona.com, Books for Kids, Tos Fun, Ayaat's and Goofi World, also emphasise educational play and child development through Montessori and other learning methodologies.  

Unlike conventional toy shops that classify their products as dolls, action figures, cars, or kitchen sets, these cognitive-development-focused stores prioritise an inventory of cloth books, soft puzzles, musical instrument sets, building blocks, wooden utensils, and sensory activity toys, all designed to foster learning and engagement.

Prices of these toys start at around Tk100 and can go up to Tk4,000, depending on material quality and size. Stores like Mindspark focus on introducing Montessori-inspired toys and educating parents on their benefits, while Chalkpencil markets its products as alternatives to excessive screen time.

"During Covid-19, we saw a surge in screen time among children. We wanted to introduce alternatives," said Saif Al Been Farabee, founder and CEO of Chalkpencil.com. "If we reflect on our own childhoods, we used to mostly engage in activity-based play. Nowadays, with fewer open spaces, children need engaging indoor activities that promote movement and cognitive growth."

The Montessori method of education involves children's natural interests and activities rather than formal teaching methods. The method emphasises hands-on learning, developing real-world skills and independence. Toys in a Montessori environment ignite a child's curiosity through repetition and purpose, and by reflecting their daily experience. 

The traditional 'fun toys' like remote-controlled cars or helicopters do not necessarily aid in children's cognitive development. 

Parents of preschoolers leading the demand

Masum, business manager at Mindspark, observed that the majority of their customers are parents of three- to five-year-olds. "We have some products for older children up to 12 years, but most orders come from parents of preschool children. This may be because kids start formal schooling after this age," he explained.

Farabee agrees with this statistic, adding that parents who have children below and above this age limit do not usually order toys.  

According to Farabee, educated, working parents from the capital and other cities are the most discerning buyers. "They are more aware of child development, so they are particular about their toy choices. In fact, most of our clients are doctors," he shared. However, he noted a lack of widespread awareness about toy suitability.

"We have 400 types of building block sets, for every age group. However parents prefer big and colourful ones," he said. 

"For example, many parents think giving their three-year-old a complex puzzle with numerous pieces will make them smarter. In reality, this could frustrate the child. A toy should aid problem-solving, not pose unnecessary challenges," he said.

"In contrast, many parents complain saying that, 'I don't understand how to play with this particular toy, how will a child understand', but they do not understand the fact that some open-ended toys are designed like that," he said. 

Another misconception involves toy colour choices for infants. "Parents often seek bright, colourful toys, unaware that infants struggle to recognise high-frequency colours at early developmental stages."

Parenting tools, not merely toys

For many, these toys remain a niche concept, and store owners see an opportunity to educate parents. "We aim to raise awareness that certain toys contribute to cognitive development. Beyond selling products, we're also working on parenting education initiatives," Farabee said.

Mindspark specialises in Montessori-method toys, but the market remains small in Bangladesh due to limited awareness. Quality control is another concern, as most toys are imported from China. "We carefully vet samples before placing bulk orders, ensuring materials are safe for children who may put toys in their mouths," Masum said.

"Our focus is early childhood development, which includes multiple research-backed methods, including Montessori. We tend to teach our kids by force, but our goal is to encourage learning through play," he added.

Photo: Mindspark

What do experts say?

Jeffrey Trawick-Smith, professor of Early Childhood Education at Eastern Connecticut State University, led the TIMPANI (Toys that Inspire Mindful Play And Nurture Imagination) study, a decade-long research project assessing how preschoolers engage with different toys in real-life settings.

The study found that so-called educational toys — such as toy phones designed to teach numbers and letters — rarely sustain high-quality play. These toys, often limited in their functions, tend to be abandoned quickly.

"We concluded that open-ended toys that foster high-quality play contribute more to academic outcomes than many educational toys," the study noted. Among the highest-scoring toys were simple hard-wood unit blocks. 

"Blocks have been a staple in early childhood classrooms since Caroline Pratt designed them in 1913. They promote construction, pretend play, artistic expression, motor skills, sorting, and categorisation. We also found that language and social interactions improve more with unit blocks than with any other toy," the study found.

For designing preschool playrooms, Trawick-Smith recommends a mix of toys that encourage creativity, problem-solving and social interaction, such as blocks, toy vehicles, plastic tools, Montessori cylinder blocks, and dramatic play props.

Learning through play in emergencies

UNICEF developed an Early Childhood Development (ECD) Kit to provide learning opportunities for young children in crisis situations. The kit contains essential play materials designed to foster cognitive and social growth in children up to eight years old.

The kit includes art supplies like crayons and modeling clay, encouraging creativity and fine motor skill development. Illustrated board books promote language and communication skills, while toys such as building blocks, puzzles, and counting circles help children develop problem-solving abilities.

Additionally, puppet play is emphasised as a valuable tool for self-expression, storytelling, and problem-solving. In the hands of caregivers, puppets can introduce children to complex themes in an engaging and comforting way.

Future of the educational toy market in Bangladesh

With growing awareness, the demand for cognitive development toys in Bangladesh is expected to rise. Mindspark, which started in November 2024 with a three-member team, recorded sales of Tk1 lakh in January this year, which jumped to Tk3 lakh in February.

"We're just beginning," said Masum. "Our long-term goal is to design and manufacture our own learning tools within Bangladesh, making high-quality, developmentally beneficial toys more accessible."

Farabee added, "According to our market research, currently, there are around three crore children in Bangladesh aged 0-8 years old, so there is a huge market. However, the amount of toys imported can serve roughly 20% of this customer base, mostly the upper middle class. To serve the rest of the 80%, we need to start production of quality products and for that conglomerates like Pran-RFL need to come forward."